Yet what made it special was its blend of content — reviews and testimonies from some of the beauty industry’s most respected influencers (many of women of colour, Fenty’s targeted audience), gorgeous shots of the products to display their inclusive range, and reposts from customers wearing and using the product on themselves. The results exceeded all of our expectations. When the eyes of the world were searching for what’s next in style, Fenty capitalized on this focus and outpour of related content to execute one of the biggest launches in cosmetics history. With this in mind, she set out to create an inclusive beauty product. Luxury heritage brands have followed suit. The diversity and individuality of the product in combination with the hand-in-hand marketing strategies and lack-of-diversity in our everyday conceptions of beauty resulted in great success for Fenty Beauty. 1. The purpose of this thesis is also to know both cosmetic corporations’ international market-ing strategies and how their founders, who are celebrities and influencers, impact on Beauty Influencers are some of the most vocal and most influential, and beauty reviews have become something it is impossible for beauty brands to ignore. Cookies are effective tools for location specific sales and knowing the most demanded products by scale and location, it helps to spot trends to identify future trends to make the brand more competitive. Customers in the digital age have the ability to recognize a brand’s genuine efforts in their advertising, be it through the use of online engagement, brand evangelists, or the use of advertising and creative efforts. An issue with word of mouth marketing across social media is that consumers are more likely to express negative rather than positive views. Built on a ‘beauty for all’ concept, Fenty launched its foundation in 40 different shades, thereby setting the tone for its inclusive, body positive, and diverse marketing. These marketing images are a nonverbal way for Fenty to reiterate its commitment to diversity; they don’t just talk about serving people of all skin tones, they put images of them front and center. It takes the opportunity to create video content on YouTube, which is one of its main digital marketing channels. Rihanna didn’t just rely on marketing and branding alone to win over such a large target audience: Fenty developed products that centered around the customer and put their needs and wants first. The internet actually christened it “the new generation of beauty”. The skin shades with albinism in mind has proven to be a success with women who found it difficult to match their fair skin with high street brand foundations. It is mentioned that Fenty Beauty is sold in department stores in 17 different countries and shipped to more than 115 countries globally. The best way to break through with inclusive marketing is to share authentic stories that are rooted in culture and are emotionally meaningful to the consumers you serve. Fenty Beauty prices its foundation at £26, which is cheaper than Estee Lauder and Bobbi Brown. Therefore, it is no surprise that Rihanna incorporated influencer marketing and of course, she has celebrity status herself. This means that young consumers are more likely to write positive reviews online. Loreal Paris utilised bloggers, celebrities and social media influencers in their True Match marketing campaign. diversity driven, fenty beauty was launched by much celebrated musician rihanna to ensure there is a foundation for all. SWOT Analysis – Fenty Beauty STRENGTHS 1. top 25 inventions of 2017 by Time Magazine, vlogger reviews of the darkest foundation shades. Fenty’s explosive launch took place during a period of time unquestionably important to the makeup and fashion industry — New York Fashion Week. Combining reviews and testimonies for industry professionals, models, and every day fans – its unique Instagram strategy drew in 1.4m followers within just four days. The use of bold text shows the name and rating of the product, which reduces information overload. Fenty Beauty is marketed worldwide, however, with the use of cookies and user search optimisation, it focuses on a customised UK digital marketing strategy. The Fenty website uses a pop out menu situated at the top of the page; this offers a more glamorous approach, inviting the customer to delve in deep. Fenty Beauty claims to be an all inclusive brand in the market of celebrity endorsed cosmetics. Customers want to feel a real connection, a personable one that they can identify with. They have efficiently understood our key objectives and helped to develop an effective marketing strategy.". However, there is a flaw in Fenty’s YouTube marketing; it is reliant on influencers positive reviews, and in creating an online reputation. The cruelty-free, vegan line of products burst into the beauty scene with immense popularity, and was sold out of partnering stores Sephora and Harvey Nichols, as well as the brand’s official website, within hours. It has become a very powerful tool in the world of social media; influencers are described as people who build a large network of followers, regarded as trusted tastemakers in one or several niches. With a clear mission demonstrated both through their products and their marketing efforts, Fenty developed products solve their consumers painpoints, and simultaneously set them apart from other beauty brands who’d yet to innovate similarly. Built upon a “beauty for all” perspective, Fenty’s promise of inclusivity to customers of all skin tones was met with open arms. Companies frequently spend millions on advertising when launching a new product to create awareness and spark sales. Interestingly, the word “inclusive” was not actually used in Fenty’s initial marketing strategy, but the all-embracing “Beauty For All” mantra and campaign continues to be incredibly effective because, essentially, it is redefining the idea and ideals of beauty. Not forgetting the power of traditional media. Fenty, however, are the not the first to do so; in 2016, Loreal used very similar strategies with the launch of True Match Foundation, which offered 23 different shades for all ethnicities. The line expanded rapidly, seeing the holiday-season launch of Fenty’s “Galaxy Collection” featuring the brand’s first eye-shadow palette, and the Boxing Day launch of 14 shades of “Mattemoiselle” lipsticks. In some cases, it is the quality rather than quantity that matters. Here are three ways leaders can push their organizations toward more inclusive customer acquisition strategies. Loreal Paris are the market leaders of the cosmetics industry and have been deemed to have a market share of 13.7%, which makes it the most valuable organisation within the industry. The department store is very well connected to the Fenty Instagram page, and tagging #fentybeauty, regamming posts and etc. There are vlogger reviews of the darkest foundation shades, garnering millions of views for the review. Using social media marketing is an effective method of directing social media traffic to the product website, the link to the website is provided in the bio section of all Fenty Beauty social media pages. Fenty Beauty provides products for the face, eyes and now expanded its range to include lip products too. This is seen as a more accurate model because it includes repeat purchases; the flexibility of online retail purchasing and consumer loyalty. The aim of Fenty Beauty is to increase diversity within the cosmetics industry, and it did so by claiming to meet the needs of 98% of all skin tones in the UK. This is clearly reflected in Rihanna’s Instagram-the influencers are from all over the world with their own diverse followers. As you can see from her first promotional video, a diverse cast of models are hired to showcase the unique selling proposition that this brand is all inclusive. Getty Images for Fenty Beauty. Fenty Beauty’s initial launch focused on the face, with a primer, foundation, contouring, concealing, highlighting and blotting products. Mintel research on the UK colour cosmetics market shows that 35% of women use make-up to subtly enhance their natural features , with the trend for natural make-up looks continuing to gain momentum. Over 90% of the 150 million people on Instagram are under the age of 35, which makes it an attractive social media platform for celebrity endorsed brands. Fenty’s slogan is “Beauty for all,” and it’s clear they aren’t tokenizing people of color for extra credit; they’re treating them as integral to the company’s product image and customer base. Kylie Cosmetics portfolio does cater to women of different ethnicities and make its users feel involved with the brand. T H E 4 P ' S O F M E Lauren Heffernan Promotion Fenty (and their foundation) gets promoted through: Rihanna, a famous celebrity Social media PR packages Rihanna famous celebrity = automatic publicity/hype rihanna's, fenty's, and sephora's profile Social Media new products and PR A study explains that breadcrumb navigation reduces disorientation in website structures and reduces errors in search. There is further use of her page to respond to any critique from competitors. Consumers want brands and businesses to solve their problems. Sheridan&Co worked with the brands’ owner, Kendo, to design and deliver the retail identity of Rihanna’s inclusive beauty brand – Fenty – across all UK Harvey Nichols stores. At the time, Loreal’s was a unique marketing campaign as prior to this launch, most makeup brands only offered 15 different shades of foundation. The Fenty Beauty campaign is heavily reliant on digital marketing, with both the website and social media as platforms, which shows just how influential these channels can be. Another reason why Fenty Beauty left its competitors in the dust is thanks to coverage by online media outlets. It is reported that 34% of Millennials favour brands with a social media presence, and around 40% of Millennials communicate about brands using social media. It is considerably cheaper compared to designer brands, however high street stores in the UK sell foundations at even cheaper prices, such as Rimmel London’s £8.99 foundation. With this amount of social following, Fenty related YouTube videos have high visibility. Fenty Beauty is marketed worldwide, however, with the use of cookies and user search optimisation, it focuses on a customised UK digital marketing strategy. Features Learn how we streamline campaign planning, help optimize journeys, and simplify competitive audits. This concept is called following the trends, and viewers see YouTube stars as creators instead of just celebrities, which makes them feel more connected to them. Other competitors include Estee Lauder, Nivea and Clinique. When it came time to launch the Rihanna-backed makeup company, Fenty Beauty used a ‘beauty for all’ concept and released foundation in 40 different shades using a 100% digital campaign, centered around Instagram and … Cruelty free and animal friendly WEAKNESSES 1. Rihanna continued the trend by going on a European launch tour, making appearances in brand launches in the fashionable cities of Madrid, Paris, and London that catapulted the brand on social media. It shows Rihanna’s involvement in the product’s success, in creating the product and showing the authenticity of the founder. Here Is What You Need to Know About Writing A Top Notch Newsletter. It leverages the influence of well known online YouTube stars, which is essentially free publicity on a giant social media platform. Make authenticity your advertising focus. Perhaps the most interesting observation since Fenty’s launch one can note is the potential impact an innovative idea can make when it resonates with a large community of people, all while using digital as a medium to accelerate the strategy — is this the new generation of beauty? Unique Products: different packaging and new innovative products 3. The best way to break through with inclusive marketing is to share authentic stories that are rooted in culture and are … Even Rihanna said that she has 100% involvement in the process, and was allowed to be part of the creative brain behind the brand formulas. My 5-Step Sales Process Has a 93% Close Rate, How to Create a Revenue-Generating Google Ads Campaign, Facebook’s Rebrand Proves Some Companies Just Don’t Get It. ( Hint: The sample paper focus on their industry but I just need focus on my company which is Fenty Beauty. From a marketing viewpoint, this is a way to highlight new, niche and underselling items to further market them. This is also beneficial in marketing to the younger spectrum of their target audience, as Millennials are more likely to purchase items that influencers recommended them. The numbers don’t lie. Higher number of followers creates the perception of likability, and therefore, popularity. Not available everywhere 2. It even slowed rival SnapChat’s growth by 82%. Within four days, the Fenty Beauty Instagram account had already amassed 1.4 million followers. Read more about Fenty’s digital performance here. Rihanna has been clever in tapping into this meme craze herself, to entertain her audience. Even in her bio, she has Fenty Beauty out now, to increase awareness. Dior, for example, announced at its Cruise 2019 show the launch of a new liquid foundation with 40 shades under its Dior Backstage’s line. The channel does not inhibit less than positive reviews of the product, which adds to the authenticity of the brand. By using Rihanna’s celebrity account, Fenty Beauty is able to directly access more than 57 million followers, on a daily basis. Fenty Beauty Marketing Campaign Idea The Idea : Fenty Beauty, launched in 2017, is a company that has had a major impact on the cosmetics industry since inception. Being part of the Fenty family online gives the brand significant advantage as it creates compelling online content. Boxing Day saw the launch of Mattemoiselle, a well-placed treat on the shelves for shoppers already at their local Sephora stores during their ritual December 26th shopping trips. By having a strong YouTube presence, the brand is able to reach incredible number of audiences as more and more people use this platform to engage with the brand and see what else it has to offer. The expression of oneself by writing website reviews, liking and sharing comments empowers consumers with more information creating networking power through social community. In fact, 69% of marketers say that helping to launch a new product is the primary role Influencers play in fashion and beauty brands’ marketing strategies, according to research by Econsultancy, and the Fenty Beauty product launch has been no … The founder of Fenty Beauty has an enormous footprint on social media, with 25 million subscribers in Rihanna Vevo, 97,000 subscribers on Fenty Beauty channel. In fact, studies have shown that crafting compelling content has a more positive effect on sales compared to influencers reviewing products. From the strategy of Fenty Beauty, we can also see that sometimes, less is more. Fenty Beauty by Rihanna was created with promise of inclusion for all women. For example, MakeUpForever claimed that Rihanna wasn’t the first to create 40 shades of foundation. On the Fenty website search results, it contains some hyperlinks, namely foundation shade finder, about Rihanna and store locator. "Professional, we have confidence in what they do, great problem solvers...", "Very helpful and professional team. 1. This thesis is researching the international marketing strategies in the celebrity make-up industry and focuses on a dual case study on Huda Beauty and Fenty Beauty. The beauty industry has a history of a lack of inclusive representation. The design of the website incorporates ease of navigation with a breadcrumb layout; the viewer is shown a physical trail through the navigation throughout the site, and it is easy to locate the previous page. Together, they reach a wide range of audiences. While most beauty brands have a 1% fan engagement on average, Fenty Beauty’s Instagram account was able to reach 10.41%, and generated almost 80K influential posts within the first month. Recommendations from friends have changed the way in which consumers purchase beauty products, encouraging customers to enter at any stage of the funnel. The marketing, social, and creative team prioritizes and engages in this conversation on a daily basis with the Fenty Beauty community. Research company Slice has announced the company is on track to outsell competitors Kylie Cosmetics, KKW Beauty, and high-performing Sephora brand Kat Von D. Considering Kylie Cosmetics has revealed their performance to be $420 million in sales, and Kat Von D owner LVMH Moët Hennessy Louis Vuitton has singled out the brand to be one of their highest performing, it’s inevitable that Fenty’s success, within a 6 month time period, is of massive proportions. ", "I have no hesitation in recommending them. Fenty Beauty: A Star-Power Marketing Case Study. The lesson, however, is clear — if you don’t cater to your customers’ needs first, someone else will. Fenty Beauty’s marketing campaigns are an unabashed celebration of diversity. Popular companies even began to slowly reinvent their Instagram feeds in order to showcase their commitment to diversity, trying to catch up to Fenty’s impact. Viewers on YouTube are taken behind the scenes of the brand. ALL of your customers. Barbadian superstar Rihanna’s eponymous cosmetics brand Fenty Beauty has been at the forefront of the cosmetics industry since its launch in September of 2017. Having numerous positive reviews from trusted YouTube vloggers helps with huge organic and viral reach. In our first year of business, Fenty Beauty became the biggest beauty brand launch in YouTube history, drove huge success commercially, and was named one of Time Magazine’s best inventions of 2017. As a report from Intel states, influencer marketing allows brands to appear more diverse.